ANALYSIS - James Arthur: You're Nobody Till Somebody Loves You

In lesson we watched YOU'RE NOBODY TILL SOMEBODY LOVES YOU - JAMES ARTHUR. In this post I'm going to analyse the video going through the six main features; Audience, Narrative, Institutions, Genre, Representation and Analysis.

Below is the Prezi I made:

Production Diary 3

KAPLAN - Female Gaze Video.

The idea of the female gaze is basically Kaplan's response you could say to Mulvey's male gaze, so instead of looking at a female from a heterosexual males view, the table turn and it has now become the looking at a male from a heterosexual females view, simple. :)

JASON DERULO

Jason Derulo is a R&B and Pop singer who is highly popular amongst teenagers (particularly females) and dance fans. In majority of Jason's videos he is shown to have his top off, which appeals to the female audience, this is a classic theme in male pop artists songs and shows off the iconography of the star in the video. In his music video 'Want to want me', Jason is portrayed to be a sexual object as he is topless throughout most the video whilst being intimate with the female, this attracts a large female audience to his video as the female gaze is applied. He is further shown to be the dominant male as he looks down on the lady,portraying him as having more power than her. This shows that he is the most important person in the scene, creating a star image. 

Theorist No. 5 - LAURA MULVEY - Male Gaze Video.

Laura Mulvey is a feminist who developed the male gaze theory which she defines as; The camera is perceived to be a heterosexual male and looks at a female in a sexual way. She is a feminist who believes that women should enjoy the attention of men and put themselves in a position to be looked at through the gaze. Women are typically the object of the gaze because the control of the camera comes from the assumption of heterosexual men - this being due to the fact that the default target audience for most films is men. 

MULVEYS KEY FEATURES OF THE MALE-GAZE THEORY - 

• The representation of woman in a sexual fantasy from a heterosexual males point of view
• Scopophillia - The pleasure involved in looking at other peoples bodies.
• The objectification of female characters
• Depiction of a Patriarchal society
• Satisfying the males needs

ANALYSIS - Macklemeore & Ryan Lewis: Downtown

I decided to analyse a video of my choice, I chose DOWNTOWN - MACKLEMORE Ft RYAN LEWIS, again like Whisky Story I looked at the Narrative, Institutions, Genre, Audience, Analysis, Representation. Here's a prezi of my analysis:

ANALYSIS - Example: Whisky Story

After watching the music video; WHISKY STORY - EXAMPLE, I did an in-depth analysis of it, looking at the narrative, genre, audience, analysis, institutions and representation. Below is the analysis.

Conventions Of A Hip-hop Video/R&B Video

In most Hip-hop music videos the artist is wearing some form of jewellery, usually silver or gold, to portray their status and lifestyle. Hip-hop artists usually tend to wear gold chains to boast about their wealth and lifestyle, showing the people that they are in a sense 'living life'. Flashy jewellery tends to catch the eye of both male and female, this helps increase sales as young males view these Rappers as their icons.

In hip-hop videos there is constant referencing to women who are usually either women who are very minimally clothed, Mulvey's female gaze theory can be applied here as this entices the male viewers and as a result this increases the appeal of the video upping both views and sales. 

                        A good exampe of a Hip-hop and R&B video that  is 'Loyal' by Lil Wayne, Chris Brown and Tyga.

The conventions that are typically required in a Hip-hop/R&B video are:

- Portrayal of wealth and 'glam' lifestyle

- Female/male gaze theory

- Sex appeal 

- Choreography/performance element

- Artist is usually performing/lip-synching the song

- Narrative-based